2019 Overseas Chinese Town Cultural Tourism Festival "50 Cities Singing China's Ode to Joy" Kicks Off in Shanghai

A visiting group composed of journalists from mainstream media such as People’s Daily, Xinhua News Agency, and Xinmin Evening News, as well as industry experts and opinion leaders in the fields of culture, tourism, and music, visited Shanghai Happy Valley under Overseas Chinese Town Group. Together, they witnessed the launch ceremony of "50 Cities Singing China's Ode to Joy," one of the flagship events of the 2019 Overseas Chinese Town Cultural Tourism Festival. Through music, they celebrated joy and conveyed the beauty of urban life. They also took the opportunity to explore the newly launched Shanghai Riverside Themed Area at Shanghai Happy Valley during the 2019 Overseas Chinese Town Cultural Tourism Festival through seminars, interactive exchanges, and on-site visits, immersing themselves in the festive culture of the East China region.

Ma ? Ming, Head of the Brand Communication Division at the News Center of the State-owned Assets Supervision and Administration Commission of the State Council, pointed out that the 2019 Overseas Chinese Town Cultural Tourism Festival continuously meets people’s aspirations for a better life through a rich supply of cultural tourism products and high-quality services, showcasing Overseas Chinese Town as an innovative, dynamic, responsible, and transparent state-owned enterprise.

Ma ? Ming, Head of the Brand Communication Division at the News Center of the State-owned Assets Supervision and Administration Commission of the State Council

Ge Lei, Executive General Manager of CYTS Linkage, elaborated on the original intention behind the planning of the "50 Cities Singing China's Ode to Joy" project, explaining that Overseas Chinese Town hopes to use music as a medium to celebrate joy and convey happiness.

Ge Lei, Executive General Manager of CYTS Linkage

Zhao Zong, Senior Director of the Original Music Department at NetEase Cloud Music, shared insights on the relationship between music and travel, exploring the unique sense of "distance" through music scenes and emotional dimensions.

Zhao Zong, Senior Director of the Original Music Department at NetEase Cloud Music

“50Cities Singing China's Ode to Joy”, Energizing the Pulse of Urban Joy

"This is a magical journey, hiding infinite legends… Don’t part, don’t forget, the figure you once admired by the Suzhou Creek…" At the launch event, renowned singer-songwriter Wang Siyuan performed his original song "Shanghai Fantasy Night," created for Shanghai. Performed in jazz style, this joyful anthem of Shanghai—“The Pearl of the Orient”—was enchanting and romantic, stirring deep longing.

Renowned singer-songwriter Wang Siyuan performs "Shanghai Fantasy Night" live

From now until August 20, Overseas Chinese Town, in collaboration with NetEase Cloud Music, invites independent musicians, singers, students from major music academies, and music creation enthusiasts nationwide to compose an exclusive song for their own city—reflecting the vibrant growth of modern Chinese cities. The "50 Cities Singing China's Ode to Joy" project has set up a prize pool of 70,000 RMB along with opportunities to experience the national Huacheng Card. The first-place winner will receive 20,000 RMB and two Huacheng Travel Cards, while some outstanding winning songs may be promoted via NetEase Cloud Music’s internal and external resources.

"50 Cities Singing China's Ode to Joy" is an internet cross-industry collaboration project, meticulously crafted by Overseas Chinese Town during the 2019 Overseas Chinese Town Cultural Tourism Festival. On the occasion of the 70th anniversary of the founding of the People’s Republic of China, and in line with its mission to continuously create high-quality, fulfilling lives for the people, Overseas Chinese Town has partnered with NetEase Cloud Music to integrate music with the joyful living scenes of cities. This initiative builds emotional connections between music and users, allowing them to perceive joy and explore the historical and cultural essence of cities through melodies. By linking history with the future, and using music as a medium, it presents a more touching and impactful world of joy. Through the lens of music and scenes of happiness, it showcases the essence of a fulfilling life, sharing joy and spreading beauty through song, and opening new possibilities for the integration of culture and tourism.

2019Overseas Chinese Town Cultural Tourism Festival – Elevating Joy

Centered around the theme of "Joy Together," the 2019 Overseas Chinese Town Cultural Tourism Festival has coordinated efforts across its 50 cities to carefully plan and launch over 200 distinctive, localized, and personalized events. Spanning multiple regions including North China, Central China, East China, South China, West China, Yunnan, and Hainan, these events form a vibrant tapestry, collectively painting a joy-filled map of the cultural tourism festival nationwide. As "Carnival Summer" kicks off, the festival’s exciting activities reach successive climaxes, continuously offering visitors joyful experiences filled with "passion, energy, coolness, and exploration." People of all ages revel in the summer laughter, coming together in joy.

Shanghai Happy Valley Grand Parade

Shenzhen Happy Coast

Splendid China Water-Splashing Festival

As a highlight of the 2019 Overseas Chinese Town Cultural Tourism Festival, Shanghai Happy Valley Carnival features the spectacular Eastern European fire dance "Fiery Encounter" performed every evening. The ultra-high-definition giant dome cinema presents "Wonderland: Journey Across the 30th Parallel North," and the large-scale live-action stunt show "New Shanghai Bund Storm" offers an immersive joy experience. The Maya Beach Water Park has upgraded its splash plaza, incorporating trendy elements like EDM and pole dancing into the traditional water-splashing for the first time. “Fresh, fun, refreshing, and highly interactive” is the unanimous feedback from participants.

There are also more high-quality tourism products to look forward to: the 2019 Shenzhen Happy Valley Carnival gathers events such as the Maya Summer Wave Music Carnival and light show visual feasts. The Shenzhen Window of the World · International Beer Festival runs until September, further enhanced by amazing magic shows and performances by foreign bands. Wuhan Happy Valley · Water Park Cooling Festival and Changsha Window of the World · “Anti-Heat Action” Water People Festival continue the aquatic revelry, kicking off a wave of urban joy. At Yunnan Overseas Chinese Town · Water Carnival, visual spectacles like the “Grand Joy Parade” and “Global Cultures Show” take turns dazzling the audience, constantly igniting the festive atmosphere. Meanwhile, at Chengdu Huanglongxi Happy Valley Farm, the Summer Water Camping activities are particularly popular among family visitors, combining the thrill of playing in the countryside with the tranquility of stargazing.

The festivities never stop. Throughout "Carnival Summer," whether it’s the band performances at international beer festivals or the addition of EDM elements to water-splashing celebrations, joyful music remains a highlight of the Overseas Chinese Town Cultural Tourism Festival and a key expression and shared vehicle of the "Carnival Summer" spirit.

This is a city of joy, and also a place that brings fulfillment and happiness. In this city of Overseas Chinese Town, seek joy, discover the deep emotions within life, and savor beauty. This Carnival Summer, the 2019 Overseas Chinese Town Cultural Tourism Festival invites you to join the "50 Cities Singing China's Ode to Joy" song collection contest. Use music to redefine your city. Different cities energize the rhythm of joy, together composing a harmonious anthem of Chinese celebration.